Customer Engagement
Delivering Creativity and Effective Story Telling

All Runners Welcome: A MOFILM Project with Foot Locker/ASICS

March 01, 2015

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About MOFILM: MOFILM was first conceived in 2006 as a way to connect brands with creative young filmmakers who could tell their stories. Today, MOFILM works with brands to come up a concept and then holds contests for up and coming filmmakers all over the world to submit their films for consideration. The winning films are often used as television commercials, posted to brand websites and social media pages, and used to promote both the brand and the young filmmaker. Large companies are exposed to raw talent and new ways of telling their brand story. Filmmakers are given access to brand executives in an unprecedented way. It’s a win-win relationship that MOFILM loves to help facilitate.

About Foot Locker/ASICS “All Runners Welcome” Campaign: Foot Locker has a long history or providing consumers with the hottest and freshest sneakers from some of the greatest brands in the world. Recently, Foot Locker felt that there was an opportunity to better articulate their running positioning. To do that, they launched ‘All Runners Welcome’, a clearly differentiated message that is both inclusive and ownable.

ASICS is both a Foot Locker partner and one the top performance running brands in the world. They were the natural choice to work on this MOFILM brief and campaign with Foot Locker.

With this brief, the goal was to tell an inclusive story that anyone can be a runner as long as you have the passion for it. Whether you are running down the street to get some groceries or running a marathon, you are a runner. Foot Locker chose Landon Donoho’s spot, “I am a Runner” as the winner of this contest. They felt that Landon’s film about Philip Clark embodied a passion for running while telling an inspiring, authentic and motivational story.  The spot aired nationally during the TSC New York Marathon. It also lives on the Foot Locker YouTube channel and currently has 11k organic views.

For more information on the work of MOFILM please contact Sarah Bixler

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